Educating the Sales Rep of the Future … When the Future is Now Jim Dutton, President Is it too late to re-establish a valued, trusted relationship between pharmaceutical sales representatives and physicians? Certainly, from a media or public perspective, the prevailing view is not positive. The industry has gone from having its representatives being the most trusted and primary point of contact for pharmaceutical information to many providers restricting access to doctors altogether. Many states are eyeing legislation to further curtail this relationship. This issue has been much discussed in the news, including last year’s article in JAMA that concluded, “… more stringent regulation is necessary.” This does not ring true to many. From my perspective, we don’t need more stringent regulation, we need more stringent education of pharmaceutical representatives. Companies rely on their reps to communicate the value of their products, and this message needs to be communicated with scientific clarity and understanding. The “share of voice” model that prevailed in recent years inundated the physician with noise — multiple representatives repeating the same messages over and over until the field became saturated. Physicians grew tired of scripted sales pitches that, to them, added little value. At the same time, pharmaceuticals were becoming more sophisticated because of scientific and biotechnology advances. When physicians needed more in-depth information, they actually got less. Now, many companies are quietly cutting back their salesforces and looking for better ways to get their voices heard. Challenges Create Opportunities In recent years, industry leaders have expressed the many challenges they face, which also create opportunities. Here are some of the things they have said: • A prevailing concern of physicians today is that they don’t have time to keep up with the sheer volume of new scientific information. • Although the representative remains physicians’ primary source of pharma information, physicians say most reps lack the depth of scientific knowledge needed. • Forward-looking companies are listening carefully to what their customers want and need, and are educating their reps to provide the information. • There is renewed focus on hearing the voices of “everyday” doctors — not just key opinion leaders. • There is a direct correlation between the training and education of sales representatives and the outcomes of their clinician interactions. The Modern Pharmaceutical Salesforce So what are the characteristics of the successful salesforce in today’s environment? • First, less can be more. Some companies may have fewer sales representatives, but they hold them to higher standards. • Restructured sales teams that specialize in key therapeutic areas can improve efficiency and effectiveness. • Stepped up training that goes beyond product-specific information is a must. Today’s representative must have a comprehensive knowledge of the science behind the medicine. He or she must be well-versed in disease-state management and the business of healthcare. Reps must understand the problems physicians face in managing their practices and be knowledgeable about regulatory and reimbursement environments. They must understand formularies. And, of course, they must display the highest ethical standards. Benefits and Rewards For companies that provide this kind of rigorous training and education to their salesforce, the rewards can be tremendous. Many industry surveys and reports underscore that better educated sales reps enjoy more “face time” with physicians. And the time with physicians translates into improved company performance. Thirty years ago, when I was a representative, there was a different sense of pride in the job. I was not merely a salesman — I was viewed as a valued member of the healthcare team. By arming representatives with information that brings real value to physicians, we can reinvigorate that sense of pride. Members of a well-educated sales team can make a valuable contribution to the physician and, ultimately, to the patient. It’s not too late to re-establish a valued, trusted relationship between the pharmaceutical industry and physicians. Having a well-trained, knowledgeable salesforce that helps physicians help their patients is the key to a better future. And that future is now. salesforce effectiveness CMR Institute We don’t need more stringent regulations, we need more stringent education of pharmaceutical representatives. CMR Institute, Roanoke, Va., is an independent, nonprofit educational organization, founded in 1966, that is dedicated to providing healthcare professionals with continuing education, professional development, and certification. For more information, visit cmrinstitute.org. May 2007 VIEW on Sales Training

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